DLKW lands General Motors' £30m pan-European Vectra assignment

LONDON - Delaney Lund Knox Warren & Partners has won the brief to create General Motors' first Europe-wide campaign for its Vectra marque.

GM is putting an estimated £30m behind the initiative, which attempts to bring more synergy and efficiency to the promotion of the Vectra across the continent.

DLKW got the nod after going head to head with McCann Erickson Frankfurt. Lowe, which has the Vectra business in the UK, was eliminated from the contest after its ideas failed in research.

The advertising initiative will kick off in the autumn to coincide with the appearance of the restyled Vectra.

The Vectra carries the Vauxhall brand in the UK, while it bears the Opel mark in the rest of Europe. It is targeted primarily at family men aged between 30 and 40 who have responsible jobs and who drive a lot both for business and pleasure.

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